Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans

Detalhes bibliográficos
Autor(a) principal: Edlom, Jessica
Data de Publicação: 2021
Outros Autores: Karlsson, Jenny
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.17645/mac.v9i3.4013
Resumo: The Internet has changed how music fans come together and how the music industry connects to and communicates with fans. To understand the incentives for becoming a fan and why fans take part in an artist brand, this article considers the diversity in a particular fan community, including its hierarchy and roles. Fans have different levels of engagement, knowledge, and status, both inside and outside a fan community. To extend the existing research on fan hierarchies into the digital promotional culture, this study focuses on the case of the Swedish music artist Robyn and her Facebook fan community Konichiwa Bitches. To gain insights into a complex online research arena, we use a qualitative and digital ethnographic approach in both online and offline contexts. The article provides an understanding and conceptualization of fan hierarchies, focusing on the top of the hierarchy, superfans and executive fans, and on their incentives for engagement. These high-level fans function as a key connecting point between the brand management and the fans, thus taking fandom a step further and enhancing the brand.
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spelling Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfansfandom; fan community; fan hierarchy; engagement; music industry; superfan; value co-creationThe Internet has changed how music fans come together and how the music industry connects to and communicates with fans. To understand the incentives for becoming a fan and why fans take part in an artist brand, this article considers the diversity in a particular fan community, including its hierarchy and roles. Fans have different levels of engagement, knowledge, and status, both inside and outside a fan community. To extend the existing research on fan hierarchies into the digital promotional culture, this study focuses on the case of the Swedish music artist Robyn and her Facebook fan community Konichiwa Bitches. To gain insights into a complex online research arena, we use a qualitative and digital ethnographic approach in both online and offline contexts. The article provides an understanding and conceptualization of fan hierarchies, focusing on the top of the hierarchy, superfans and executive fans, and on their incentives for engagement. These high-level fans function as a key connecting point between the brand management and the fans, thus taking fandom a step further and enhancing the brand.Cogitatio2021-08-05info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.17645/mac.v9i3.4013oai:ojs.cogitatiopress.com:article/4013Media and Communication; Vol 9, No 3 (2021): Complexity, Hybridity, Liminality: Challenges of Researching Contemporary Promotional Cultures; 123-1322183-2439reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://www.cogitatiopress.com/mediaandcommunication/article/view/4013https://doi.org/10.17645/mac.v9i3.4013https://www.cogitatiopress.com/mediaandcommunication/article/view/4013/4013Copyright (c) 2021 Jessica Edlom, Jenny Karlssonhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessEdlom, JessicaKarlsson, Jenny2022-12-20T10:57:50Zoai:ojs.cogitatiopress.com:article/4013Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:20:33.511770Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
title Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
spellingShingle Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
Edlom, Jessica
fandom; fan community; fan hierarchy; engagement; music industry; superfan; value co-creation
title_short Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
title_full Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
title_fullStr Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
title_full_unstemmed Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
title_sort Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
author Edlom, Jessica
author_facet Edlom, Jessica
Karlsson, Jenny
author_role author
author2 Karlsson, Jenny
author2_role author
dc.contributor.author.fl_str_mv Edlom, Jessica
Karlsson, Jenny
dc.subject.por.fl_str_mv fandom; fan community; fan hierarchy; engagement; music industry; superfan; value co-creation
topic fandom; fan community; fan hierarchy; engagement; music industry; superfan; value co-creation
description The Internet has changed how music fans come together and how the music industry connects to and communicates with fans. To understand the incentives for becoming a fan and why fans take part in an artist brand, this article considers the diversity in a particular fan community, including its hierarchy and roles. Fans have different levels of engagement, knowledge, and status, both inside and outside a fan community. To extend the existing research on fan hierarchies into the digital promotional culture, this study focuses on the case of the Swedish music artist Robyn and her Facebook fan community Konichiwa Bitches. To gain insights into a complex online research arena, we use a qualitative and digital ethnographic approach in both online and offline contexts. The article provides an understanding and conceptualization of fan hierarchies, focusing on the top of the hierarchy, superfans and executive fans, and on their incentives for engagement. These high-level fans function as a key connecting point between the brand management and the fans, thus taking fandom a step further and enhancing the brand.
publishDate 2021
dc.date.none.fl_str_mv 2021-08-05
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.17645/mac.v9i3.4013
oai:ojs.cogitatiopress.com:article/4013
url https://doi.org/10.17645/mac.v9i3.4013
identifier_str_mv oai:ojs.cogitatiopress.com:article/4013
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://www.cogitatiopress.com/mediaandcommunication/article/view/4013
https://doi.org/10.17645/mac.v9i3.4013
https://www.cogitatiopress.com/mediaandcommunication/article/view/4013/4013
dc.rights.driver.fl_str_mv Copyright (c) 2021 Jessica Edlom, Jenny Karlsson
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Jessica Edlom, Jenny Karlsson
http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Cogitatio
publisher.none.fl_str_mv Cogitatio
dc.source.none.fl_str_mv Media and Communication; Vol 9, No 3 (2021): Complexity, Hybridity, Liminality: Challenges of Researching Contemporary Promotional Cultures; 123-132
2183-2439
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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